Promoting Health: Identification, Design, and Evaluation of Campaigns and Programs in Malawi

This report discusses the importance of health promotion activities in Malawi to raise awareness about HIV and its prevention. It covers problem identification, campaign design, and evaluation plan with the use of behavioural change theories. The report also includes a detailed discussion of the Health Belief Model and Social Cognitive Theory.

Promoting Health

Table of Contents
Introduction.................................................................................................................................................3
Main Body...................................................................................................................................................3
Part 1: Identification of the problem, description and solution...................................................................3
Part 2: Campaign/programme design..........................................................................................................5
Health belief model............................................................................................................................9
Social cognitive theory......................................................................................................................9
Theory of planned behavior......................................................................................................................10
Part 3: Evaluation plan & discussion of outcomes.....................................................................................13
References.................................................................................................................................................14

Introduction
In this time, it is necessary for the organization to pay more attention on the promotional
activities in the Healthcare sector so that all the people can aware about the diseases and its worst
impact so that people can take appropriate steps to prevent from the diseases. In order to spread
the awareness about the diseases, Health promotion is considered as the most effective activities
which can useful to evolve the knowledge and awareness about the particular diseases. Basically,
Health promotion is the considered as the most appropriate practice of empowering the
individuals to take charge of and improve their own health. Malawi, a landlocked country in
South-eastern Africa, is the subject of this research (Anderson and et. al., 2017). This area of
South Africa now has a multi-party democracy & political structure, yet it is one of the globe's
least developed countries, with a growing death rate due to health difficulties. This research will
look at the prevalence of HIV in this nation and the factors behind rising HIV rates. The main
concern of this report is to discussed about the identification of the problems, design the
campaign and program and maintains the plan evaluation and will discuss about the solutions.
Main Body
Part 1: Identification of the problem, description and solution
Problem identification
This research will look at the prevalence of HIV in this nation and the factors behind rising HIV
rates. Various studies have revealed that the Malawian public is disproportionately afflicted by
HIV. It is classified as a sexually transmitted illness in which an infection is transferred from one
person to another through sexual interaction. As suggested by healthcare professionals, effective
health therapy is required to treat HIV. As a result, the individual develops AIDS. Given the
rising prevalence of HIV in Malawi, young people are particularly vulnerable.
It is determined that most of the people in Malawian are not properly aware about the appropriate
prevention of HIV. Moreover, it is analyzed that the level of HIV diseases is constantly
increasing. So, there is a requirement to precede the health promotional activities in the
Malawian.

Solution
Malawi's population is varied in terms of ethnicity, geography, and religion, with roughly 9
indigenous groups and a lesser number of Asians and Caucasians. The following are among
some of the goals of this government project and policies designed to protect individuals from
HIV:
• Improving HIV prevention, care, and treatment. Some appropriate steps taken in order to
prevent form the HIV such as -
 Preventing HIV infection.
 Lessening HIV's impact on families, communities, and people.
 Enhancing longevity and decreasing society's vulnerability to HIV.
 For a successful HIV training program, enhance the interdisciplinary institutional
structure.
Malawi Government has launched a number of different HIV prevention programs including:-
 HIV education & a sex education approach
 Availability & usage of condoms:
 Mother-to-child transmission prevention:
 Medical male circumcision (voluntary):

Part 2: Campaign/programme design
Aims and objectives
Aim
To examine intervention of the strategies use to reduce the issues of the HIV In Malawi.
Objectives
 To study the signification of health promotion in context of the HIV
 To analyse the impact of effective campaigns and programmes in order to evolve the
worst impact of HIV in Malawi.
S M A R T (specific, measurable, achievable, realistic, time bound)
The main objective of this study is to identify the significance of the health promotional
activities like campaigns, traditional and modern promotions in context of the HIV. As per to
obtain the research objectives, it is necessary to take care about some appropriate factors which
are involved in the SMART Goals like Specific, measurable, achievable, realistic & also time
bound. It is necessary to apply all these factors to become the objective more specific ,
measurable , Malawi Government can effectively achieve this objective in a realistic way on a
given time period (Boateng and et. al., 2016 ).
Target group
Segmentation by demographics
In order to full fill the aim and objectives, it is necessary to focus on the target
population. As per to target the population, it is necessary to use the segmentation. It is
determined that through segmentation, it is quite easy to split it up the groups in to various
subgroups who mainly belong from the similar characteristics. There are various types of
segmentation such as demographical and geographical segmentation methods. In context of
demographical segmentation, some specific characteristics are determined such as age,

education, economy, family structure, race, sexuality, employment, and citizenship are all factors
in segmentation variables. So because item or service that buy, whether frequently use them, and
just how much individuals are prepared to spend from them are all depending on demographic
parameters, differentiation strategy has been one of the easiest and most often utilised types of
segmentation. In order to promote the significance of the health promotion and work on the
campaign and programs, it is necessary to target all age, gender, religion people so that they can
aware about the HIV and also take an appropriate steps to prevent them (Del Rio and et. al.,
2020).
Segmentation by location
Geographic segmentation is an also consider the subset of psychographic characteristics;
however it may also stand alone as a sort of edge detection. It divides customers into separate
target groups based on their location. As per this segmentation, the main concern is on the
locations and for this campaign the location is selected is Malawi. To raise awareness about the
importance of health promotion and to work on campaigns and programs, it is vital to reach
people and knowledge about the adverse impact of HIV. Through social marketing and print
media, it will make more possible to reach the people so that they are aware of HIV and can take
Settings
HIV has long been considered one of the most dangerous and infectious diseases of all
communicable diseases. As a result, health education is essential in the country to inform people
about the reasons of HIV and the steps that should be done to combat it.
Malawi is plagued by both communicable and non-communicable diseases, as seen by high child
mortality rates. In this state, HIV/AIDS is said to be the reason of 18.17 %. With 9.2-9.5 percent
of the adult population infected, Malawi has one of the higher HIV prevalence rates in the world.
Methods
Logical, realistic and detailed design
 Logical – This method is mainly concerned about the practicality and also focuses on

the quantitative data in which individual, group, organisation, institution and government
mainly consider the scientific approach. In order to maintain the promotional activities
related with the HIV, Government can utilise this method so that they can collect the
logical data and also consider the point of view of the people in a logical way. There are
various activities are considered in the logical method such as webinar, E – Talks so that
people can easily know about the worst impact of the HIV (Geter, Herron and Sutton,
2018).
 Realistic – In social programme assessment, realist evaluation is a form of theory-driven
evaluation approach. Realist assessment, which is formulated on the basis ideas, is an
alternative to empiricist evaluation methodologies for studying and comprehending plans
and practices. In order to manage the promotional activities related with the campaign,
the government of the Malawi can adopt the realistic approach so that it will make more
possible to aware the people of the Malawi for the HIV disease. Through realistic
method, it will make more possible to aware the people face to face and also adopt the
door to door approach in order to spread the awareness about the worst impact of HIV.
Role play,
 Detailed design – This technique is primarily concerned with practicality and also
focuses on quantitative data, in which the analytical approach is primarily considered by
the person, group, company, agency, and government. In order to continue HIV-related
promotional efforts, the government can use this approach to collect logical data and
examine the points of perspective of the users in a logical manner. This method is mainly
concerned about the detailed design which can helpful to analyse the detailed explanation
about the people of the Malawi. Through this method, it can be evaluated that this kind of
method is helpful to manage the awareness about the audience through campaign and
programs (Hasking and Rose, 2016). It is determined that this type of theory-driven
evaluation technique used to analyse social programmes. For examining and
understanding plans and activities, realist assessment, which is based on concepts, is an
alternative to empiricist evaluation approaches. In order to handle the party's campaign
promotional operations, the Malawian government might use a practical strategy, which

will make it easier to raise awareness of the HIV epidemic among Malawians. It will be
easier to inform people one on one and to use a door-to-door approach to promote
knowledge about the worst effects of HIV if realistic methods are used. In context of the
detailed designed method, campaigns, poster, banner are playing the prominent role.
In order to maintain the effectiveness of the health promotional activities so that people of
Malawi get to know about the HIV and its worst impact. For this study, the it is necessary to
adopt the realistic and detailed designed method because both methods are helpful to manage the
promotional activities in an appropriate manner. In context of the health promotional activities in
the Malawi, webinar, online campaigns, social media channels are utilised so that all the people
can effectively and easily understand about the impact and prevention of the HIV (Hassan and
et.al., 2021).
Use of a planning model as appropriate
It is determined that the planning model is considered as the most specific tool which can
useful to manage the planning, executing activities. The main motive of this report is to focus on
the health promotion and also enhance the seriousness of the Malawian people so that they can
take appropriate steps to prevent themselves from the adverse impact from the HIV. To improve
the promotional activities related with the HIV diseases, it is necessary to use planning model. It
is determined that planning model is work as a specific tool which can mainly concern about the
organisation and execution. In this model is mainly concerned about the strategic planning and
control so that it will make become more possible to maintain the research and development
activities in order to aware the people about the HIV. It is necessary to use strategic planning
tools, such as models, to assist them establish an action plan to achieve their objectives. There
are many different strategy implementation models available (Kutcher and et.al., 2019). As an
outcome, it is compulsory to focus on the mindset of the people and also maintain their data
along with descriptions of the scenarios in which they're most beneficial. There is a requirement
to consider the long term planning framework is not exclusive to corporate strategy models.
These phrases are often used interchangeably in online sites, however they are not

interchangeable. There are a number various perspectives on this topic, but we believe the
following difference makes most sense:
Theory
Accurate description of the theory being used
Behavioural change Theories
Theories of behavioural change try to explain why people's behaviours change. Contextual,
physiological, and behavioural traits are cited as key contributors in determining behaviour in
these ideas. In recent years, there has been a surge in rise in the popularity of these ideas in the
fields of health, economics, criminology, energy, and international development, with the
intention of bettering the services provided in these areas by better understanding behavioural
change. A contrast between models of behaviour and theories of change has lately been made by
some academics. Models of behaviour are more diagnostic and targeted at understanding the
psychological elements that describe or predict a certain behaviour, whereas theories of change
are much more method and typically directed at altering a specific behaviour. Understanding and
modifying behaviour are so important from this perspective (Michaelian and et. al., 2019).
There are various theories are considered in the behaviour change approach which are discussed
below –
Health belief model
Stephanie's thoughts and perceptions fully explain her behaviours, according to the
Health Belief Model. Stephanie's desire to avoid sickness and her conviction that a certain action
may help her reach that goal should encourage her to make healthy behaviour adjustments,
according to the HBM hypothesis. People who do not believe they are vulnerable to an illness or
condition are much less likely to desire to modify their actions, which is an issue with the HBM.

Social cognitive theory
This theory mainly concerned about the social aspects and the main reason behind the social
cognitive theory, is to understand the behaviour of the people and improve the constant
interactions among the people. The primary motive of this theory is on the individual behaviour
of the people. On the basis of this study, it is determined that through this theory is helpful to
manage the effectiveness of the people so that the all the people can easily think about their
capabilities and effectiveness (Mwale and Muula, 2018). It's based on the premise that once
Stephanie knows the dangers and rewards of her health, she'll be ready to change. If she doesn't
understand how her lifestyle behaviours affect her health, she won't be motivated to overcome
the difficulties of quitting her favourite bad habits. On the basis of this Social cognitive theory, it
can be determined that this theory is helpful to conduct is a purposeful and intentional activity
aimed at achieving positive results while avoiding bad ones. While the environment may
influence people's behaviour, people can also change their settings to attain their goals. Self-
efficacy, result expectancies, objectives, and socio-structural variables are the four drivers of
behaviour identified by SCT.
Theory of planned behavior
One of the most extensively utilized and well-researched ideas used to
workout are the Theoretical framework. Several evaluations of the literature
indicate that it is effective at predicting and understanding physical activity.
The TPB mainly combines customers' expectations about executing a
behavior with the value they place on that activity.
Attitudes is mainly considered the both factor like positive or negative
prospective and judgement of completing a behavior, intention also
willingness, perceived behavioral & behavioral control are the four key
cognitive elements impacting behavior change, according to the TPB.
Intention and perceived behavioral control are two of the most powerful
determinants of behavior. One of the Theory of planned behavior
model which is main flaws is the continually skewed relationship

between attitudes and actual behavior change. Sometimes people
have better aspirations but fail to carry them through, as
Stephanie's example demonstrates (Scriven, 2017).
Appropriate theory selected
In order to sustain the efficiency of health promotion programmes, so that Malawians are
aware of HIV and its negative consequences. It is vital to apply the intricate and detailed
developed approach for this study since both ways are useful in managing promotional events in
a proper manner. In the framework of health promotion initiatives in Malawi, webinars, online
campaigns, and social media outlets are used so that everyone may grasp the effects and
protection of HIV efficiently and conveniently.
On the basis of the situation of the of the Malawi, it is analysed that health belief model, social
cognitive theory both are necessary which can helpful to manage the effectiveness of the people. Through health
belief model, some appropriate factors are considered such as perceived susceptibility, perceived severity, perceived
benefits, perceived barriers, and cues to actions. All these factors in the Health belief model can helpful to maintain
the belief system of the people. As per the social cognitive theory, some appropriate factors are also considered such
as outcome expectations, self efficacy, goals, behavior, and socio – structural factors. All these factors can helpful to
structural path and also analyze the behavior of the people in the Malawi (Swarbrick and et. al., 2016).
How theory is used in the campaign is clearly explained
These theories are helpful to maintain the health promotional campaigns related with the
HIV and also helpful to maintain the intervention strategies so that people of the Malawi can
understand about those programs and strategies which are mainly utilise for the betterment of the
people. Webinar and online campaign are considered as the most influential methods. Based on
the circumstances in Malawi, it has been determined that a health belief model and a social
cognition concept are both important for managing people's performance. Some suitable aspects
are evaluated through the health belief model, such as perceived vulnerability, risk perception,
perceived advantages, perceived obstacles, and signals to actions. All of these elements in the
Health Belief Model allow people preserve their belief systems. Some suitable aspects are also

included according to the social cognition concept, such as result expectancies, self efficacy,
objectives, behaviour, and socio-structural factors. All of these aspects can aid in the
development of a structural route as well as the analysis of people's actions in Malawi (Thiabaud
and et.al., 2020).
Resources
The main resources are generally considered in order to improve the prevention rate as
compared to the losses. For the Malawi , role play, E- talk , promotional activities via online
platform so that it will make more possible to evolve the awareness about the prevention
strategies of the HIV because it is analyzed that
Human immunodeficiency virus (HIV) causes HIV infection, which may be contracted by
coming into body fluids such as blood, sexual transmission, or sperm. The majority of people
catch this sickness and virus through unprotected intercourse with someone that has HIV. This
year 2018, various persons were newly diagnosed with HIV. It is also documented that
approximately 60% of the country's young people lack appropriate understanding about the
condition and how to prevent it (Umar and et.al., 2019).
Time frame
The main time deadline decided for this health promotional activities is considered at
least more than one year because it take time to enhance the awareness about the HIV and its
prevention strategies among people.
Budget plan
Realistic, accurate and all resources are included .

Factors Budget £
Online marketing 50
Webinar 60
Manpower
21
Total
131
In order to maintain the online campaigns activities and enhance the promotional activities, there
is a requirement to prepare a budget plan so that all of the people in Malawi can easily perceive
the information about the worst impact of HIV and take appropriate steps to solve these diseases
in an appropriate manner.
Part 3: Evaluation plan & discussion of outcomes
These theories are useful in maintaining HIV-related health promotion campaigns as well
as intervention techniques so that Malawians are aware of the programmes and tactics that are
primarily used for the people's benefit. The most effective strategies are a webinar and internet
advertising. It has been discovered that a health promotion and a social cognition notion are both
significant for regulating workers’ performance in Malawi, based on the conditions. The health
belief model evaluates some appropriate elements, such as perceived consequences, risk
perception, possible benefits, perceived hurdles, and signals towards actions (Yarchoan and
Uldrick, 2018).
These theories are useful in maintaining HIV-related health promotion campaigns as well
as treatment interventions so that Malawians are aware of the programmes and tactics that are
primarily used for the people's benefit. The most effective strategies are a webinar and internet
advertising. It has been discovered that a health promotion and a cognitive psychological notion
are both significant for regulating workers’ performance in Malawi, depending on the
circumstances. The health belief model evaluates some appropriate elements, such as social
stigma, risk perception, possible benefits, perceived hurdles, and signals towards behaviours.

The process is to adopt the appropriate strategies to prevent the people from the impact of
the HIV can helpful to manage the promotional activities in context of the online campaign, E-
talk, role play so that people of the Malawi can understand the strategies and programs so that
people can effectively understand the impact of HIV diseases and prevention strategies.
It is analysed that with the help of health belief model, people can effectively helpful to
enhance the behavioural changes. According to the Health Belief Model, Stephanie's ideas and
perceptions clearly describe their actions. It is determined that on the basis of HBM theory,
Stephanie's desire to prevent illness and belief that a certain action would help them achieve that
purpose will motivate to undertake healthy behavior changes. It is analyzed that people who do
not feel they are at risk of developing a communicable disease are probably less likely to want to
change their behavior, that is a flaw in the Health belief model. One of the most essential aspects
of Malawi's preventative approach is raising knowledge regarding HIV prevention methods.
That's an essential topic taught in life skills education for both in or out pupils. The
encouragement of personal fidelity and the use of both hormonal contraception are among the
topics covered in life skills education (LSE). According to research, there are still a lot of
individuals who haven't yet engaged in and completed this topic so with the help of promotional
activities and online campaign , people of the Malawi will know and overcome from this
diseases.

References
Anderson, S., Fast, J., Keating, N., Eales, J., Chivers, S. and Barnet, D., 2017. Translating
knowledge: Promoting health through intergenerational community arts
programming. Health Promotion Practice, 18(1), pp.15-25.
Boateng, H., Adam, D.R., Okoe, A.F. and Anning-Dorson, T., 2016. Assessing the determinants
of internet banking adoption intentions: A social cognitive theory
perspective. Computers in Human Behavior, 65, pp.468-478.
Del Rio, D.D.F., Lambe, F., Roe, J., Matin, N., Makuch, K.E. and Osborne, M., 2020. Do we
need better behaved cooks? Reviewing behavioural change strategies for improving the
sustainability and effectiveness of cookstove programs. Energy Research & Social
Science, 70, p.101788.
Geter, A., Herron, A.R. and Sutton, M.Y., 2018. HIV-related stigma by healthcare providers in
the United States: A systematic review. AIDS patient care and STDs, 32(10), pp.418-
424.
Hasking, P. and Rose, A., 2016. A preliminary application of social cognitive theory to
nonsuicidal self-injury. Journal of youth and adolescence, 45(8), pp.1560-1574.
Hassan, F. and et.al., 2021. Implementation and experiences of integrated prevention of mother-
to-child transmission services in Tanzania, Malawi and South Africa: A mixed methods
study. Global Public Health. 16(2). pp.201-215.
Kutcher, S. and et.al., 2019. Creating evidence-based youth mental health policy in sub-Saharan
Africa: A description of the integrated approach to addressing the issue of youth
depression in Malawi and Tanzania. Frontiers in psychiatry. 10. p.542.
Michaelian, J.C., Mowszowski, L., Guastella, A.J., Henry, J.D., Duffy, S., McCade, D. and
Naismith, S.L., 2019. Theory of mind in mild cognitive impairment–relationship with
limbic structures and behavioural change. Journal of the International
Neuropsychological Society, 25(10), pp.1023-1034.
Mwale, M. and Muula, A.S., 2018. Effects of adolescent exposure to behaviour change
interventions on their HIV risk reduction in Northern Malawi: a situation
analysis. SAHARA: Journal of Social Aspects of HIV/AIDS Research Alliance. 15(1).
pp.146-154.
Scriven, A., 2017. Promoting Health: A Practical Guide-E-Book: Ewles & Simnett. Elsevier
Health Sciences.
Swarbrick, M., Tunner, T.P., Miller, D.W., Werner, P. and Tiegreen, W.W., 2016. Promoting
health and wellness through peer-delivered services: Three innovative state
examples. Psychiatric rehabilitation journal, 39(3), p.204.'

Thiabaud, A. and et.al., 2020. Social, Behavioral, and Cultural factors of HIV in Malawi: Semi-
Automated Systematic Review. Journal of medical internet research. 22(8). p.e18747.
Umar, E. and et.al., 2019. The Influence of Self-efficacy on The Relationship Between
Depression and HIV-related Stigma with ART Adherence Among The Youth in
Malawi. Jurnal Keperawatan Indonesia. 22(2). pp.147-160.
Yarchoan, R. and Uldrick, T.S., 2018. HIV-associated cancers and related diseases. New
England Journal of Medicine. 378(11). pp.1029-1041.